Устойчивост или заблуда: greenwashing в съвременната икономика
Sustainability or Delusion: Greenwashing in the Modern Economy

Author(s): Daniyl Tanev
Subject(s): Economy, Business Economy / Management, Marketing / Advertising, Business Ethics
Published by: Университет за национално и световно стопанство (УНСС)
Keywords: greenwashing; sustainability; regulations; corporate social responsibility
Summary/Abstract: This report examines the mechanisms of greenwashing, a marketing practice in which companies create a misleading impression of their products or services as environmentally sustainable. The focus is on analyzing the impact of these practices on consumers and society as a whole. The research uses a qualitative approach, looking at several significant case studies, including campaigns by global companies. These cases serve as examples of various greenwashing techniques and their consequences. The analysis includes a comparative review of regulatory responses, public pressure and the effectiveness of existing measures to combat such practices. The report highlights the need for stricter regulatory frameworks to ensure greater transparency and accountability in corporate communication. In addition, the importance of raising awareness among consumers is emphasized in order to minimize the risk of being misled and to stimulate informed choice. The conclusion is that existing measures are insufficient and more action that is decisive must be taken to prevent greenwashing in the future.

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